We often think that the placebo effect comes from the belief that a sugar pill is actual medicine, which leads us to the conclusion that if we believe something is good for us, we get a positive physiological response.
I read of a double-blind study of hotel chambermaids in Paris who were trying to lose weight. One arm of the study was given a real weight-loss product; another arm received a placebo; and a third was told that the work they did in cleaning the rooms was strenuous and burned a lot of calories. The third group lost the most weight.
While medical science continues to debate its causes, there is wide agreement that the placebo effect can also be caused by the attention of doctors and nurses. It is thought that the touching, caring, attention, and other interpersonal communication that is part of the therapeutic setting, along with the hopefulness and encouragement provided by the medical professionals, affect the mood, expectations, and beliefs of the patient, which in turn trigger physical changes such as release of endorphins.
This leads to an interesting parallel with presenting. If we approach an audience as a doctor would a patient; if we diagnose the problem that the audience faces, and prescribe a solution to their difficulty, could we not stimulate the placebo effect?
This would mean that our message would have to be audience-centric. We might not be able to ask the audience questions then and there, but we could describe what we know of their situation, and then, if we gain their agreement that the description is fair and accurate, we could then ask a rhetorical question, such as, “Given that you face these difficulties, what would be the best solution?”
At that point, we are, in essence, thinking aloud about their problem. Of course, we have composed and rehearsed our thoughts. But all our attention is on them as we explore various avenues forward, and because of that, all their attention is on us–the speaker.
And if, like a good doctor or nurse, we lean forward, and express caring and concern in our demeanor and voice, might we be able to trigger the placebo effect?
Yes, yes, I think so. We could have neurochemical impact! Endorphins would flood their bloodstream.
We wouldn’t be talking about ourselves, our companies, our products, our plans. We wouldn’t be doing data dumps. We wouldn’t be talking at them about US! We would be talking with them about them.
And as a result, we would appeal to them, not only intellectually and emotionally, but ethically and chemically as well. They would walk out singing our praises–high on the placebo effect.
And here’s the paradox. Our self-interest is served when we’re more interested in them and their issues than we are in ourselves and our information.
Of course, the body of our presentation would contain all the information we have to impart, but if we frame it around their concerns, we are focused on them, not us.
That’s not bedside manner. That’s platform skill at its greatest.